Hyderabad: When you first come across Pulp Cosmetics, it’s the peppy and funky packaging that catches your eye before drawing one in to look closely at the ingredients. Founded by Goutham Uppaluri and Deepti Alapati recently, Pulp Cosmetics are literally food for your skin. Their products contain fresh and often edible ingredients like spinach, turmeric, chocolate, kombucha, gotu kola, kale, green gram that can do wonders for different types of skin.
“It’s superfood for your skin,” says Deepthi. Pulp was born out of Deepthi’s own experience when living in New York for over six years. She would often get shopping lists from her friends and cousins asking her to get their favourite skincare brands from the US.
“It made me wonder despite India being a developing country, people still don’t trust Indian brands. So, we did a little research and we found out that there’s not a single brand that is relatable to the millennials or the GenZ. We thought why don’t we bring a brand that ticks all the boxes… be vegan, natural, cruelty-free, eco-friendly and still be very fun,” explains Deepthi.
Pulp products range from serums, scrubs to masks that contain a healthy dose of vitamin C, magnesium, spinach, turmeric, cacao, rose maqui that are ultimate beauty superfoods.
“Superfood is a very new concept and comes with the evolution of the beauty industry. It is probably a very trendy word to indicate food with high nutritional value that has multiple benefits to protect and build healthy skin and most commonly assumed that they are derived from exotic plants and fruit. It’s not really true because superfood can be as simple as honey, avocado, papaya, green tea, honey, etc.,” adds Deepthi.
Their ‘make beauty fun’ concept reflects everywhere. “Pulp’s love mantra is #BFF (Bold, fresh and fun) bold in our outlook, we are not scared to be out there, to show our stretchmarks or our fat. Our brand identity is super fun and relatable. We also focus on the lifestyle of our customer and bring in products that cater to their lifestyle,” shares Deepthi giving an example of a mask called the ‘Date Night prep’, which is essentially a night mask before you step out on a date.
“We also have the ‘Day After Binge’ mask, a day mask rejuvenating and waking up your skin,” she says.
Having observed women across demographics struggle with skin issues, she is of the opinion that there are many misconceptions out there and the team at Pulp tries to address them through polls with their clients.
“It’s often misunderstood that for the products to be effective, they have to be expensive. It’s a myth and a very popular one. Using products with high efficacy and powerful ingredients regularly and religiously is all you will ever need for them to do the magic,” states Deepthi.
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